Digital switch-over to unlock N605bn advertising market – FG
The Federal Government has disclosed that Nigeria’s Digital Switch-Over (DSO) programme is expected to unlock the country’s N605.2 billion advertising market while creating significant economic opportunities for broadcasters, content creators and the broader creative industry.
This was revealed by the Managing Director and Chief Executive Officer of Nigerian Communications Satellite Limited, Jane Egerton-Idehen.
Egerton-Idehen spoke on Monday during a media parley with journalists in Abuja, where she highlighted the economic advantages of the National Broadcasting Commission’s “Big Picture” strategy for the DSO initiative.
She explained that the migration from analogue to digital broadcasting would introduce verifiable audience measurement through the GARB rating system, enabling advertisers to accurately monitor viewership figures and allowing broadcasters to secure fair advertising rates.
According to her, the DSO project will also release the highly valuable 700/800 MHz digital dividend spectrum, which is projected to generate over $1 billion in auction proceeds for the Federal Government.
She noted that the revenue generated would be channelled into digital infrastructure development and the expansion of rural broadband connectivity nationwide.
Egerton-Idehen further stated that Nigeria’s creative economy, currently contributing about N5 trillion to the country’s Gross Domestic Product and providing employment for more than 4.2 million people, stands to benefit immensely from the digital transition.
Similarly, the Director-General of the National Broadcasting Commission, Charles Ebuebu, said the DSO initiative would provide a modern distribution framework capable of exporting Nigerian content across West Africa through the NigComSat-1R satellite platform.
“The creative industry will gain a stronger distribution spine that supports wider content reach, monetisation and regional export opportunities,” he said.
The national rollout of the DSO programme is scheduled for June 17, 2026, while the final analogue switch-off is expected to take place by December 31, 2028.
المصدر: Daily Trust (NG)
